Copywriting & Marketing

Great Brochure Copywriting

Do you need brochure copywriting that is effective? Professional copywriters are in big demand, but if you’re prepared to take on the challenge, you’ll want to keep just a few simple guidelines in mind and your brochure copywriting will start to be more impressive and lead you to grander wins.

Headlines Count

Good brochure copywriting starts up with good headers. With a small bit organization, you can outline your brochure so it grabs attention. The first headline has to “speak” straightaway to your client’s needs. Keep it elementary and it’ll guide your reader relentlessly to the good stuff. Plus, any length will do. It may be a sentence or a single word. Writing effective headlines though is the first stride in impressive brochure copywriting.

Benefits Tell The Tale

Once you’ve twisted your reader in with great headlines, now they want to know what’s in it for them. Keep gossip about your company to a minimum; instead focus on the gain the customer can have with your products or services. If you want your promotion to be efficient though, it’s better to hire a professional who can build the brochure copywriting that discusses your company (the business), but positions the focus on them (the customer). 

Give Testimonials

Nothing prompts customers more than a truly great testimonial. What your clients have to say about you is a lot more capable than what you can say about yourself. Don’t be on guard about involving those clients for whom you’ve done a great job for a testimonial. A lot of the time, they’ll be happy to oblige. So when your brochure copywriting needs to be competent, make sure you include testimonials.

Take Action

After you’ve caught your reader with wonderful headlines, great benefits and shining testimonials, you’ll want to leave on a great note and prompt them to action. Believe it or not, this is the step that gets overlooked by new marketing writers. Let the target audience know just what you wish them to do next.

Of course, hiring a professional for brochure copywriting is usually better. No matter how many times a company goes to the trouble of finding a graphic designer, it often overlooks the copy that appears on a promotion. However, if hiring somebody for your brochure copywriting isn’t an option, integrate these pointers in what you write to increase your chance of success.   

Brochure Copy That Hits The Target

Your business relies on skilled writing and that’s particularly true with your brochure copy. If you’re spending a lot of money on design, printing and postage then keep in mind that words sell you, too. It’s always better to hire a professional copywriter for brochure copy, but if you do resolve to publish your own brochure copy, there are a few matters you want to keep in mind.

The Cover Tells It All

The first thing your customers see when they see your brochure is the cover. Many brochure copy writers often feature the company’s name or product name here rather than the concept that distinguishes your company or product from the competition. This is the perfect place to let your client know what he stands to gain by reading the great brochure copy inside while also pulling him in with your originality.

It’s always advisable to use short compelling words here too, rather than composing a paragraph. Think of a novel with an engaging cover. You encounter a few words and an alluring photo; not a whole synopsis of the book. Brochure copy should be set about this way also.

Headlines Enhance Brochure Copy

When you’re writing brochure copy, don’t forget that your headlines are just as important as the rest. People are in such a hurry these days that they may not take the time to study the rest. They may, however, read the headlines alternatively to get the information they want. So make a point to write headlines which really stand out while being descriptive.

Always Go For Benefits And Not Features

Poorly written brochure copy concentrates on features. Yes, people want to know what something does or how something works. But they make their purchasing determination based on, “What’s it for me?”

For example, let’s assume you sell tires. Knowing the tires are steel belted (feature) is important to inform. Nevertheless, what will make people buy these tires is the belief of security (benefit) and knowing that they are protecting themselves and/or their loved ones. Your brochure copy needs to focus on the benefits to your customer just as much, if not more than, the features. So sell the features through the benefits; not the other way around.

You Must Be A Credible Expert

When your client sees one of your brochures, the first thing they should observe is a professional design. Once they’re pulled in and set forth to read the brochure copy, it should tell them exactly why they should trust you. Your brochure should constitute your credibility through testimonials, case studies or independent test results just to name a few examples. Publish these in your brochure copy and you’ll hit the mark. In fact, some marketing experts and analysts have pronounced that customers are 80% more likely to hire a company when they have shining testimonials above any other kind of brochure copy.

So keep in mind, brochure copy should fascinate the reader and motivate them to action. If you wish to make sure your brochure copy accomplish this, it should provide useable information, a call out to the reader’s emotions and be something beyond plain advertising hype.

Why Hire a Marketing Copywriter?

Simply put: a marketing copywriter writes better than you. Yes, you know your business sector and, yes, you know your customers. Too often though, even the best businesses fall into the “we, we, we” trap. What that means is they lecture about how great they are and they completely forget about the person that really matters - their client. This is where a marketing copywriter knows how to communicate with buyers much more effectively.

Admittedly, a marketing copywriter is an investment, but when it comes to your promotional budget, it’s a necessary toll that ends up getting you much more. Advertising itself is pricey, but in order for you to maximize your return on investment, your marketing copy should be a work of art, just like any graphics you use in your marketing materials.

You need to hire a marketing copywriter to soundly hit your target markets. Only then will you hear your phone ringing, see your web-store getting orders and discover your profits soar, since this is what a marketing copywriter does.

Plus, did you know during the last deep recession in the 1980’s, the companies who survived were the ones that DIDN’T halt advertising. So if you’ve been spooked and you’re thinking that advertising today is a waste, think again.

Too often I’ve seen business organizations spend thousands on web design or a brochure design, but then do the copy themselves. They figure they’ll hold on to a few dollars. Then when the phone doesn’t ring, they can’t deduct why. The reason is copy matters.

Disregarding your business by forfeiting a marketing copywriter is a bit like running a marathon and stopping 100 yards from the finish line. You can be ‘close’ but you’ll never ‘win.’ When you address your promotional copy the same way, your results will be the same - you won’t be successful.

So, instead of stopping short of breaking the tape, make sure you’re hitting your target market and watch your revenues skyrocket by hiring an experienced marketing copywriter.

How to Create a Professional Brochure Design

Brochure design is just as great as the copy you put into it. As we like to say at Winters Productions, it’s a marriage of both copy and design. They must work together equally if any promotion is to be prosperous. So how do you create the impeccable brochure design? Here are some tips to get started:

1. Collect, read and study the brochure designs of other companies. It doesn’t matter whether they are connected to your business or not. A great design is a great design, regardless of the industry.

2. Think about your audience and how you want to speak to them. Incorporate into your brochure design the style that will best convey that voice. For example, a D.J.s brochure wouldn’t present people at a boardroom meeting. An accounting firm wouldn’t want pictures of a dance floor. Know your audience first.

3. Keep the components of your brochure design to the minimum amount possible. What that means is don’t try to clog it with too much info. A brochure is fashioned to be a tease - a stepping-stone used in order to introduce your business with a client. It’s not meant to tell them every single facet of your company.

4. Exercise what’s called Negative Space or White Space. Consider about what is there, but also what is not there. Negative space can be just as effectual as the bars, boxes and text in your brochure design. Much like our last point above, you don’t want to jam so much inside your brochure design that the reader feels overwhelmed. White space can be your friend.

5. When creating your brochure design, pick out the most important items. You can spotlight these by making them bolder and brighter so they stand out from the rest of the content. Much like when reading a web page, the viewer will scan the brochure first before sitting down to read it in its entireness.

6. Mind your exercise of color. One of the grandest elements you need to consider for your brochure design is what colors to use. There’s something know as the color wheel that points what colors compliment and contrast each other. Remember too that color includes the text and pictures, but also the paper color too. All of these should come together to produce a harmonious brochure design.

7. Look for ways to save money. For example, printing four colors in a brochure is costlier than printing three. If you plan on having an ivory background on your brochure you can have that brochure printed on ivory paper instead. You’ve avoided one extra design step AND you’ve just managed to save money at the same time.

7. Last but not least, EDIT IT! After you’ve completed your brochure design and everything seems to be the way you want, stop! Don’t send it to the printer. Find someone, or numerous ’someones’, to look over your final brochure design. You could literally lose thousands on printing costs if there is just one thing erroneous with your brochure design.

Your business depends on respectable writing and that’s particularly accurate with your brochure copy. If you’re spending a lot of money on design, printing and postage, keep in mind that words sell you too. It’s always for the best to hire a professional copywriter for brochure copy, but if you do make the decision to compose your own brochure copy, there are a few matters you should decide think about.

The Cover Is The First Point Of Impact

The first thing your customers see when they read your brochure is the cover. Many brochure copy writers most times feature the company’s name or product name here rather of the concept that differentiates your company or product from your competition. This is the perfect place to let your client know what he stands to gain by reading the great brochure copy inside while also  drawing him in with your originality.

It’s always best to use short, noticeable words here too instead of publishing a paragraph. Think of a novel with a fascinating cover. You discover a few words and an alluring photo; not a whole synopsis of the book. Brochure copy should be set this way also.

Headlines Punch Up Brochure Copy

When you’re publishing brochure copy, remember that your headlines are just as important as the rest. People are in such a rush these days that they might not take the time to read the rest. They may, nonetheless, look over the headlines instead as they wait just for their points of interest. So ensure headlines really leap out while being descriptive.

Features Without Benefits Is Pointless

Weakly written brochure copy concentrates on features. Yes, people want to know what something does or how something works. But at least they make their purchasing determination based on, “What’s it for me?”

For example, let’s suppose you sell tires. Knowing the tires are steel belted (feature) is important to inform. Nevertheless, what will make people buy these tires is the sensation of security (benefit) and knowing that they are protecting themselves and/or their loved ones. Your brochure copy should focus on the benefits to your client precisely as much, if not more than, the features. So trade the features for the benefits; not the opposite way.

Be an Expert – Establish Credibility

When your client sees one of your brochures, the first thing they should notice is a professional design. Once they’re hooked in and set out to read the brochure copy, it should communicate exactly why they should trust you. Your brochure should establish your credibility through testimonials, case studies or independent test results just to name a few examples. Admit these in your brochure copy and you’ll be a hit. In fact, numerous marketing experts and analysts have said that customers are 80% more likely to consider a company when they have great testimonials over any other type of brochure copy.

So remember, brochure copy calls for you to charm the reader and move them to action. If you wish to make sure your brochure copy achieve this it needs to provide useful information, a call to the reader’s emotions and be something beyond elaborate advertising hoopla.

Your business depends on good writing and that’s especially true with your brochure copy. If you’re spending a small fortune on design, printing and postage remember that words sell you too. It’s always best to hire a professional copywriter for brochure copy, but if you do decide to pen your own brochure copy, there are a few things you should keep in mind.

The Cover Is the First Point of Impact

The first thing your customers see when they pick up your brochure is the cover. Many brochure copy writers often feature the company’s name or product name here instead of the concept that distinguishes your company or product from your competition. This is the perfect place to let your customer know what he stands to gain by reading the great brochure copy inside while also hooking him in with your originality.

It’s always best to use short powerful words here too rather than writing a paragraph. Think of a novel with an engaging cover. You see a few words and an alluring picture; not an entire synopsis of the book. Brochure copy should be approached this way too.

Headlines Punch Up Brochure Copy

When you’re writing brochure copy, don’t forget that your headlines are just as important as the rest. People are in such a hurry these days that they may not take the time to read the rest. They may, however, scan the headlines instead as they look for points of interest. So make sure headlines really stand out while being descriptive.

Features Without Benefits Is Pointless

Poorly written brochure copy focuses on features. Yes, people want to know what something does or how something works. But in the end they make their buying decision based on, “What’s it for me?”

For example, let’s say you sell tires. Knowing the tires are steel belted (feature) is important to state. However, what will make people buy these tires is the feeling of security (benefit) and knowing that they are protecting themselves and/or their loved ones. Your brochure copy should focus on the benefits to your customer just as much, if not more than, the features. So sell the features through the benefits; not the other way around.

Be an Expert – Establish Credibility

When your customer picks up one of your brochures, the first thing they should notice is a professional design. Once they’re hooked in and start to read the brochure copy it should convey exactly why they should trust you. Your brochure should establish your credibility through testimonials, case studies or independent test results just to name a few examples. Include these in your brochure copy and you’ll hit the mark. In fact, many marketing experts and analysts have said that customers are 80% more likely to deal with a company when they have glowing testimonials over any other kind of brochure copy.

So remember, brochure copy needs to captivate the reader and motivate them to action. If you want to make sure your brochure copy achieve this it should provide useful information, a call to the reader’s emotions and be something beyond mere advertising hype.

Brochure Copy That Hits The Target

Your business relies on skilled writing and that’s particularly true with your brochure copy. If you’re spending a lot of money on design, printing and postage then keep in mind that words sell you, too. It’s always better to hire a professional copywriter for brochure copy, but if you do resolve to publish your own brochure copy, there are a few matters you want to keep in mind.

The Cover Tells It All

The first thing your customers see when they see your brochure is the cover. Many brochure copy writers often feature the company’s name or product name here rather than the concept that distinguishes your company or product from the competition. This is the perfect place to let your client know what he stands to gain by reading the great brochure copy inside while also pulling him in with your originality.

It’s always advisable to use short compelling words here too, rather than composing a paragraph. Think of a novel with an engaging cover. You encounter a few words and an alluring photo; not a whole synopsis of the book. Brochure copy should be set about this way also.

Headlines Enhance Brochure Copy

When you’re writing brochure copy, don’t forget that your headlines are just as important as the rest. People are in such a hurry these days that they may not take the time to study the rest. They may, however, read the headlines alternatively to get the information they want. So make a point to write headlines which really stand out while being descriptive.

Always Go For Benefits And Not Features

Poorly written brochure copy concentrates on features. Yes, people want to know what something does or how something works. But they make their purchasing determination based on, “What’s it for me?”

For example, let’s assume you sell tires. Knowing the tires are steel belted (feature) is important to inform. Nevertheless, what will make people buy these tires is the belief of security (benefit) and knowing that they are protecting themselves and/or their loved ones. Your brochure copy needs to focus on the benefits to your customer just as much, if not more than, the features. So sell the features through the benefits; not the other way around.

You Must Be A Credible Expert

When your client sees one of your brochures, the first thing they should observe is a professional design. Once they’re pulled in and set forth to read the brochure copy, it should tell them exactly why they should trust you. Your brochure should constitute your credibility through testimonials, case studies or independent test results just to name a few examples. Publish these in your brochure copy and you’ll hit the mark. In fact, some marketing experts and analysts have pronounced that customers are 80% more likely to hire a company when they have shining testimonials above any other kind of brochure copy.

So keep in mind, brochure copy should fascinate the reader and motivate them to action. If you wish to make sure your brochure copy accomplish this, it should provide useable information, a call out to the reader’s emotions and be something beyond plain advertising hype.

Brochure design is just as important as the copy you put into it. As we like to say at Winters Productions…it’s a marriage – both copy and design must work together equally if any promotion will be successful. So how do you create the perfect brochure design? Here are eight tips to get started…

1. Collect, read and study the brochure design of other companies. It doesn’t matter whether they are related to your business or not. A great design is a great design regardless of the industry.
2. Think about your audience and how you want to “speak” to them. Incorporate into your brochure design the style that will best convey that voice. For example, a D.J.’s brochure wouldn’t feature people at a boardroom meeting. An accounting firm wouldn’t want images of a dance floor. Know your audience first.
3. Keep the components of your brochure design to the minimum amount possible. What that means is don’t try to overload it with too much information. A brochure is designed to be a tease or a stepping-stone used in order to discuss your business with a client. It’s not meant to tell them every single facet of your company.
4. Use what’s called Negative Space. Think about what is there, but also what is not there. Negative space can be just as effective as the bars, boxes and text in your brochure design. Much like our last point above, you don’t want to cram so much inside your brochure design that the reader feels overwhelmed. White space can be your friend.
5. When creating your brochure design, pick out the most important items. You can highlight these by making them bolder and brighter so they stand out from the rest of the content. Much like when reading a web page, the viewer will scan the brochure first before sitting down to read it in its entirety.
6. Mind your use of color. One of the most important elements you need to consider for your brochure design is what colors to use. There’s something know as the ‘color wheel’ that shows what colors compliment and contrast each other. Make sure to use it to your advantage. Remember too that color includes the text and pictures, but also the paper color as well. All of these should come together to produce a harmonious brochure design.
7. Look for ways to save money. For example, printing four colors in a brochure is more expensive than printing three. If you plan on having an ivory background on your brochure you can have that brochure printed on ivory paper instead. You’ve avoided one extra design step AND you’ve just managed to save money at the same time.
8. Last but not least…EDIT! After you’ve finished your brochure design and everything is looking the way you want…stop! Don’t send it to the printer until you’ve had it proofread. Find someone – or even several some ones – to look over your final brochure design. What your eyes miss someone else, who hasn’t looked at it hundreds of times, might catch. You could literally lose thousands on printing costs if there is just one thing wrong with your brochure design. So always take the extra time to proof it first.

If you follow these steps then you CAN create a brochure design that attracts attention for all the right reasons.

About the Author: Nadine Meeker is the founder of Winters Productions, a copywriting and graphic design firm specializing in B2B and B2C marketing that handles sales copywriting, web copywriting and brochure design. By providing affordable services, they’ve helped a multitude of businesses from Fortune 500 companies to start-ups for nearly a decade.

Your business depends on good writing and that’s especially true with your brochure copy. If you’re spending a small fortune on design, printing and postage remember that words sell you too. It’s always best to hire a professional copywriter for brochure copy, but if you do decide to pen your own brochure copy, there are a few things you should keep in mind.

The Cover Is the First Point of Impact

The first thing your customers see when they pick up your brochure is the cover. Many brochure copy writers often feature the company’s name or product name here instead of the concept that distinguishes your company or product from your competition. This is the perfect place to let your customer know what he stands to gain by reading the great brochure copy inside while also hooking him in with your originality.

It’s always best to use short powerful words here too rather than writing a paragraph. Think of a novel with an engaging cover. You see a few words and an alluring picture; not an entire synopsis of the book. Brochure copy should be approached this way too.

Headlines Punch Up Brochure Copy

When you’re writing brochure copy, don’t forget that your headlines are just as important as the rest. People are in such a hurry these days that they may not take the time to read the rest. They may, however, scan the headlines instead as they look for points of interest. So make sure headlines really stand out while being descriptive.

Features Without Benefits Is Pointless

Poorly written brochure copy focuses on features. Yes, people want to know what something does or how something works. But in the end they make their buying decision based on, “What’s it for me?”

For example, let’s say you sell tires. Knowing the tires are steel belted (feature) is important to state. However, what will make people buy these tires is the feeling of security (benefit) and knowing that they are protecting themselves and/or their loved ones. Your brochure copy should focus on the benefits to your customer just as much, if not more than, the features. So sell the features through the benefits; not the other way around.

Be an Expert – Establish Credibility

When your customer picks up one of your brochures, the first thing they should notice is a professional design. Once they’re hooked in and start to read the brochure copy it should convey exactly why they should trust you. Your brochure should establish your credibility through testimonials, case studies or independent test results just to name a few examples. Include these in your brochure copy and you’ll hit the mark. In fact, many marketing experts and analysts have said that customers are 80% more likely to deal with a company when they have glowing testimonials over any other kind of brochure copy.

So remember, brochure copy needs to captivate the reader and motivate them to action. If you want to make sure your brochure copy achieve this it should provide useful information, a call to the reader’s emotions and be something beyond mere advertising hype.